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Global orientation, and whole-industry coverage of hospitality and tourism set this book apart. This systematic approach to HOSPITALITY AND TRAVEL MARKETING, International Edition is written in a user-friendly style. Readers will benefit from the practical nature, and excellent use of relevant and up-to-date cases. Global experience in the industry is emphasized through content on destination marketing and others parts of tourism, along with case examples from around the world. The content draws upon the authors' experience in the hospitality and travel marketing industry, as well as teaching experience from around the globe including the USA, Canada, Europe, Asia, and Australia. HOSPITALITY AND TRAVEL MARKETING, International Edition reflects all of the latest trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension marketing, and destination branding.
List of contents
1. Intro to Marketing.
2. Marketing Hospitality and Travel Services.
3. The Hospitality and Travel Marketing System.
4. Customer Behavior.
5. analyzing Marketing Opportunities.
6. Marketing research.
7. Marketing Strategy: Market Segmentation and Trends.
8. Strategies, Positioning, and Marketing Objectives.
9. The Marketing Plan and the 8 P''s.
10. Product Development and Partnership.
11. People: Services and Service Quality.
12. Packaging and Programming.
13. The Distribution Mix and the Travel Trade.
14. Communications and the Promotional Mix.
15. Advertising.
16. Sales Promotion and Merchandising.
17. Personal Selling and Sales Management.
18. Public Relations and Publicity.
19. Pricing.
About the author
Professor Morrison is a Distinguished Professor Emeritus specializing in the area of tourism and hospitality marketing in the Department of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana, USA and the CEO of Belle Tourism International Consulting (Shanghai), Ltd. (BTI). In addition to having lived and worked in five different countries, Professor Morrison has had a wide variety of experience in the global tourism industry. Most recently he has provided marketing and development advice in over 30 different countries. Since 2000, he has completed more than 30 individual destination marketing and planning projects in China, including as the Team Leader for the Strategic Marketing Plan for Jiangsu Province and the Marketing Strategies for Ningbo and Shaoxing on behalf of the World Bank.
Summary
A work from Cengage Learning on hospitality and travel marketing.
